品牌关系维度、自我构念对品牌延伸反馈效应的影响

发布时间：2018-04-25 04:20

本文选题：品牌延伸反馈效应 + 品牌关系　；参考：《中国地质大学学报(社会科学版)》2013年04期

【摘要】：品牌延伸会给原品牌带来风险,如果失败,其反馈效应可能会降低消费者对原品牌的评价。但是,如果品牌与消费者有紧密的关系,这种负面影响可能会消于无形。通过实验,本研究发现,基于自我联结的品牌关系的确可以抵御品牌延伸的反馈效应。具体来说,当消费者的独立自我被激发时,表达个体自我的品牌有较强的免疫性,品牌延伸的负面信息不会使得消费者降低对品牌的评价,而表达群体自我的品牌则难逃品牌延伸的反馈效应。当消费者的依赖自我被激发时,表达群体自我的品牌则不受品牌延伸反馈效应的影响。研究证实了品牌关系是品牌延伸反馈效应的重要调节变量,亦扩展了品牌关系的内涵。对于品牌管理者在品牌关系建设和面临危机时的传播策略提供了一定的指导建议。
[Abstract]:Brand extension brings risks to the original brand, and if it fails, its feedback effect may reduce consumers' evaluation of the original brand. However, if brands and consumers have a close relationship, this negative impact may be invisible. Through experiments, it is found that brand relationship based on self-connection can resist the feedback effect of brand extension. Specifically, when the consumer's independent self is stimulated, the brand that expresses the individual self has strong immunity, and the negative information of brand extension will not cause consumers to reduce the evaluation of the brand. And the brand that expresses group self is hard to escape the feedback effect of brand extension. When the consumer's dependent self is stimulated, the brand expressing group self is not affected by brand extension feedback effect. The research proves that brand relationship is an important regulating variable of brand extension feedback effect, and also extends the connotation of brand relationship. It provides some guidance for brand managers in brand relationship construction and communication strategy when facing crisis.
【作者单位】：中山大学传播与设计学院;
【基金】：教育部青年项目“能力vs.运气:品名的暗示性意义对消费者认知、态度和行为的影响”(12yjc630323) 中山大学985工程“全媒体时代的新闻传播创新基地”项目
【分类号】：F273.2

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